Naslov
The Marketing Concept in Construction Companies

Autori
Katavić, Mariza ; Lovrenčić, Lana

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Organization, Technology and Management in Construction / Radujković, Malden ; Mlinarić, Vjeran ; Izetbegović, Jadranko ; Cerić, Anita - Zagreb : Hrvatska Udruga za Organizaciju Građenja, 2008

ISBN
953-96245-8-4

Skup
8th International Conference Organization, Technology and Management in Construction

Mjesto i datum
Umag, Hrvatska, 17.09.2008. - 20.09.2008

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
građevinarstvo; marketing; poslovna strategija; marketinška startegija
(construction; marketing; business strategies; marketing concept)

Sažetak
Marketing is a competitive process offering goods and services for consumption at a profit. Today, when market conditions are very complex, there is great competition and customers and clients have a choice, in general as well as in the construction industry, so it is necessary to implement a marketing philosophy. Marketing strategy is a fundamental approach for market-oriented business. The authors analyse business strategies and all the relevant elements needed to understand marketing. They also analyse the Croatian construction industry in the period after the defence war. Croatian construction companies do not implement marketing strategy to a satisfactory degree. Although one of their significant characteristics is lack of knowledge about marketing basics, they have done very little (on the company level) to improve marketing methods and techniques in order to find new markets on which to place their products and/or services.

Izvorni jezik
Engleski

Znanstvena područja
Građevinarstvo, Ekonomija

POVEZANOST RADA